Post on 20-Aug-2015
© 2014 Marketo, Inc. Marketo Proprietary and Confidential© 2014 Marketo, Inc.
Metrics and Analytics
How to Harness the Power of Data to Build Marketing Credibility
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Topics• Building Marketing
Credibility• The Right Metrics
• Revenue Metrics• Marketing Program
Performance
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The Credibility Gap
Fournaise Marketing Group 2012
80%Of CEO’s don’t really
trust marketers.
90%Of CEO’s trust CFO’s
and CIO’s
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When Metrics Take Away Credibility
Vanity MetricsSound good and impress people, but don’t measure impact on revenue or profitability
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When Metrics Take Away Credibility
Cost MetricsFrame marketing in terms of cost and spending instead of results and outcomes
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Metrics That Give Marketing Power“Speak the Language of Business”
Aggregate impact on company revenue; pipeline performance; predictive forecasts
Journey Metrics and Forecasts
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Metrics That Give Marketing Power“Speak the Language of Business”
Incremental revenue contribution and ROI of individual marketing programs
Program Performance
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Measurement is Challenging
http://blogs.hbr.org/2014/10/when-it-comes-to-data-skepticism-matters/
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Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
etTOFU MOFU
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
BOFU
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Awar
enes
s
Web
Vis
itor
In-personAppointment
Conv
erte
d
Enga
ged
Nurturing Database
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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
# # # # # $ $
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Source: 2013 Lenskold Group 2013 Lead Generation Marketing Effectiveness Study
Ways that Companies Measure Program ROI
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Why Measuring Return is Hard
• Multiple touches. Typical buyers engage with multiple campaigns. (7 to 10 for Marketo Buyers)
• Multiple influencers.Typical buying committee has 5-21 people
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Inbound creates the best leads by far: high conversion, high velocity
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
But we also use a Portfolio of programs
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Sponsored Email builds the database, but low conversion
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Webinar, tradeshow, PPC, and virtual tradeshow are top paid TOFU
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Paid Social & Display Ad drive brand and amplify inbound as well
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Average days to
Opportunity: 327
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Example: Multi-Touch AttributionA deal worth $100,000 recently closed. Three people were involved in the deal:
• Person A attended Seminar A and Trade Show B• Person B attended Trade Show B• Person C was sent Direct Mail C
$100,000 Revenue
$25,000 $25,000 $25,000 $25,000
Seminar A$25,000
Tradeshow B$50,000
Direct Mail C$25,000
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Inbound + Nurture = 58% of (MT) PipelinePaid Programs = 42% of (MT) Pipeline
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
(MT) Ratio = Pipeline / Investment
>10 is Great and <5 is FailSponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events =
6.6, Content Syndication 7.7
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
% Programs with MT Ratio > 5e.g. Tradeshow has good average
but 49% programs “fail”
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Tweetable Takeaways1. Reporting is less important than DECISIONS that improve ROI2. Focus on financial metrics that matter to the CFO (profit, cash,
revenue)3. Avoid cost and spend metrics – focus on investment and
return4. Multi-touch attribution gives more insight into the full journey5. A trusted marketing forecast is the single most important step
to make marketing a revenue driver, not a cost center